Ad Agencies Reviews & Ratings 2004
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Coversheet of an Online File Download From The News, Feature and Data Web Site of Advertising Age Title of the attached .pdf file: THE 2003 AD AGE AGENCY REVIEWS & RATINGS: A Companion to the Agency of the Year Report INVESTMENT NEWS MAIN 01-12-04 B 10 AADB 1/8/04 3:39 PM Page 1 January 12, 2004 | Advertising Age |S-10 AdAgeSPECIALREPORT AGENCY OF THE YEAR Agency Ratings (0 to 4 stars) #### GOODBY, SILVERSTEIN P. S-14 #### CRISPIN PORTER & BOGUSKY P. S-12 DEUTSCH P. S-12 ### CAMPBELL-EWALD P. S-12 DDB WORLDWIDE P. S-12 DONER P. S-12 FALLON WORLDWIDE P. S-14 GREY WORLDWIDE P. S-14 GSD&M P. S-14 KIRSHENBAUM BOND P. S-16 2003 TBWA/CHIAT/DAY P. S-17 WIEDEN & KENNEDY P. S-17 ### BBDO WORLDWIDE P. S-10 FOOTE CONE & BELDING P. S-14 AGENCY KAPLAN THALER GROUP P. S-16 OGILVY & MATHER P. S-16 PUBLICIS USA P. S-16 SAATCHI & SAATCHI P. S-17 REVIEWS J. WALTER THOMPSON USA P. S-17 The sun breaks through in 2003. While many agencies continued to weather ## losses, some found prosperity with major new account wins and innovative LEO BURNETT USA P. S-12 creative. WPP Group’s Berlin Cameron/Red Cell was among those winning EURO RSCG P. S-14 MCCANN-ERICKSON P. S-16 shops,and despite its size,ran a sizzling new-business machine in 2003,bagging ## Pfizer among other blue-chip brands. ARNOLD WORLDWIDE P. S-10 These events all figured into Advertising Age’s Agency of the Year rankings. RICHARDS GROUP P. S-17 Using a 0 to 4 star rating,Ad Ageeditors judged an agency’s creativity and busi- Y&R ADVERTISING P. S-17 ness performance,as well as looking at individual shops’ management stability, # financial performance and strategic thinking. LOWE P. S-16 Arnold BBDO Worldwide Worldwide Though creative awards BBDO Worldwide fought to 2003 Rating: continue to decorate its 2003 Rating: maintain its position in the ## offices, Arnold Worldwide ### agency food chain in 2003. has been accused of resting Yum Brands’ $200 million 2002 Rating: 2002 Rating: on its Volkswagen of VW: Subtle copy delivers the punchline for the convertible. KFC account went to PEPSI TWIST: The Osbournes woo Super Bowl viewers. ### America laurels. Meanwhile, ### Interpublic Group of Cos.’ its new-business machine Foote Cone & Belding defected to the New York office of Omnicom continues to falter. The agency, renowned for list is jump-starting Arnold’s new-business Worldwide last summer after the long-running sibling TBWA. To its credit, in December BBDO its concrete-like relationship with clients, has endeavors. Jason Alexander campaign ran out of steam. promptly hired Eric Silver, who built his reputation lost big names such as jobs site Monster The agency is trying to right its shop in New Kudos to Omnicom Group’s BBDO, New York, as an award-winning creative at Cliff Freeman & Worldwide and has seen others go into York, where Rochelle Klein, vice chairman-chief for signing up the $150 million account of Time Partners, to fill Mr. Graf’s shoes. review—FMR Corp.’s Fidelity Investments, creative officer, said she was leaving over Warner’s America Online, which led to a BBDO held onto its Super Bowl crown again Welch Foods and White Wave’s Silk—without differences in vision for the shop. Arnold also is multiprong marketing campaign involving while creating some of the year’s most winning any blockbuster pitch. setting up a consulting practice for its advertising celebrities such as actress Sharon Stone and memorable campaigns: the Sheens’ Visa Lauded in the past for its family-like accounts. singer Dave Matthews. However, AOL’s decision atmosphere and mentality, Boston-based Arnold to give Wieden & Kennedy, Portland, Ore., a International spot, Osbournes’ Pepsi Twist, the had more layoffs in 2003, and employee morale LOOKING AHEAD corporate branding assignment left industry hip Cingular work and AOL’s running man icon. faltered. Parent Havas’ plans to make Arnold Arnold Worldwide Partners hasn’t abandoned its watchers wondering what BBDO had lacked. Worldwide a global network dissipated as it global view, planning to buy agencies in Besides E&J Gallo Winery’s estimated $80 LOOKING AHEAD instead decided late last year that Arnold should Germany, Mexico and possibly the Netherlands, million account, other wins were small. The honeymoon period is over for President-CEO be composed of a handful of regionally focused as well as another shop in the U.K. should WCRS While BBDO added some much-needed fresh Andrew Robertson—time to fire up the engines on creative hot shops around the world. succeed in buying itself back. Trying to bolster its blood with Nancy Hill on AOL and Martyn Straw as new business. BBDO says it’s looking for greater The name linked with Arnold, CEO and one- management ranks, Arnold said it would be hiring exec VP-chief strategy officer, the agency said collaboration between offices and a bigger role time owner Ed Eskandarian, is taking a greater high-level executives in New York, Boston and St. goodbye to some of its top creatives. Michael Patti for strategic planning. However, gossip on the role in agency business now that his Louis as it continues efforts to integrate its four left to become worldwide chief creative officer at business lunch circuit is that the management globetrotting for Havas has waned. Tops on his offices. It also seeks a technology client. WPP Group’s Young & Rubicam, and Gerry Graf lineup might see a reshuffle in 2004. INVESTMENT NEWS MAIN 01-12-04 B 12 AADB 1/8/04 3:42 PM Page 1 January 12, 2004 | Advertising Age |S-12 AdAgeSPECIALREPORT AGENCY OF THE YEAR KELLOGG’S SPECIAL K: The Red Berries brand is still taking off. CHEVROLET: Classic rock tunes hit a nostalgic note. IT’S A SMALL WORLD: Crispin’s Mini work goes global. DELL: The computer company aimed more at businesses. Leo Campbell- Crispin Porter DDB Burnett USA Ewald & Bogusky Worldwide In its first full year under Campbell-Ewald didn’t make a Crispin Porter & Bogusky’s DDB Worldwide worked hard 2003 Rating: Publicis Groupe, Leo Burnett 2003 Rating: lot of noise in 2003, but that’s 2003 Rating: reputation as a hot shop 2003 Rating: to persuade electronics giant ## USA has endured plenty of ### probably a good thing. In a #### continues, as it swept just ### Royal Philips Electronics to upheaval. That’s not atypical year that brought grim news about every creative award hand over the other half of its 2002 Rating: for an agency merger, 2002 Rating: for parent Interpublic Group 2002 Rating: show in 2003. Its work for 2002 Rating: $600 million account in 2003; ### analysts say. Yet, for the once ### of Cos., Campbell-Ewald #### BMW’s Mini Cooper was ### the agency also won a privately held and insular Chairman-CEO Tony Hopp tapped to run worldwide, and branding project from Nokia. powerhouse, the changes have been painful and didn’t mind being a tad on the boring side, the agency picked up Mini projects globally. The Omnicom Group shop played a major role in morale has swung on every win, loss and layoff. In particularly since his shop didn’t really lose any Crispin won accounts including Virgin Atlantic crafting new campaigns for McDonald’s Corp., just the final quarter, Chicago-based Burnett cut significant business or key staffers. and Aeromexico, and made it into Nokia’s $40 Dell Computer Corp. and J.C. Penney Co., among 20 staffers after the departure of President Bob Excluding a handful of small wins including million review, but it has yet to snag a $100 million others. Brennan and arrival of Ben Kline as chief Carrier Corp., the American Heart Association and account brand. Crispin’s only loss last year was Even with advertisers such as Hershey Foods marketing officer. Losses of Polaroid Corp., Delta Kaiser Permanente, the Warren, Mich.-based Pony International, a $5 million-plus account that Corp., New York Lottery, ING Group and newly Air Lines, Sara Lee Corp. and Royal Philips agency came up short on major reviews, most landed at the agency in May but moved on to arrived Cotton Inc., the New York office had a Electronics hurt, even as Burnett picked up the notably Kmart Corp., which—considering the Omnicom Group’s Goodby, Silverstein & tough time challenging Chicago’s pre-eminence. $200 million-plus Gateway business. Gateway discounter’s problems—may not be so bad. Its most Partners, San Francisco, in November. Still, the The much-vaunted arrival of New York was the biggest win for the sub-shop LB Works, talked-about creative work was Chevrolet’s rock ‘n’ Miami headquarters and Los Angeles office went Chairman-Chief Creative Officer Lee Garfinkel which the agency absorbed Jan. 1 . With the roll campaign. Fans said it captured the nostalgia for on comparative hiring sprees at a time when failed to produce the expected sparks in 2003. dismantling of the business-to-business and the General Motors Corp. unit’s cars, while critics competitors continued to contract. Though the New York office failed to bag the technology-focused unit, its President Jeff Jones said the theme was better reflected in vintage Meanwhile, MDC Partners, which owns 49% of America Online branding assignment, which went departed along with Chief Creative Officer models than those of today. Perhaps Campbell- Crispin, tapped agency Chairman Chuck Porter to independent Portland, Ore., shop Wieden & Steffan Postaer. Ewald’s most underappreciated work was that to help build and identify companies to join the Kennedy, DDB did well to retain its existing business.